The anchoring effect and impulse buying of essential and non-essential products

Research output: Contribution to conferenceAbstractpeer-review


Drawing from the anchoring effect theory, the objective of this study was to analyze, by means of an experiment, if the anchor (high vs. low) in impulse buying condition would affect consumers’ choice of decision rules and whether product familiarity would play a moderating role. Despite the common assessment of one single context (non-essential products) in prior marketing works of literature, this study assessed two contexts (essential and non-essential products). The current study provides evidence that anchoring (in impulse buying condition) occurs in the context of essential and non-essential products. There is a positive direct relationship between the anchoring effect (in impulse buying condition) on price estimation, willingness to pay and a negative direct relationship with purchase intentions. Consumers’ level of product familiarity was found to moderate the relationship between anchoring (in impulse buying condition) on purchase intentions for non-essential products.
Original languageEnglish
Number of pages1
Publication statusPublished - 2021
EventEuropean Marketing Academy Conference (EMAC) 2021 - Madrid, Spain
Duration: 25 May 202128 May 2021
Conference number: 51st


ConferenceEuropean Marketing Academy Conference (EMAC) 2021
Abbreviated titleEMAC 2021
Internet address

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